Marketing is the engine of a business. As an entrepreneur, one of the most important tasks for your business to grow is to understand and take an active role in its marketing.

1. LTraditional marketing is no longer as effective. This is mainly due to the growth and wide variety of marketing media. The effectiveness and response has been considerably diluted (flyers, coupons, television, radio, newspaper, etc.). For example, a few years ago there were only 4 or 5 television or radio stations. Today, your television has hundreds and hundreds of available channels of programming from all over the world. The same happens with radio, conventional mail, flyers, etc. Of course, even more with online marketing Google, Facebook, etc.
2. The Internet has revolutionized marketing. The power of technology, especially the Internet, has changed the way consumers shop. Today, having a website is essential. Even if your direct Internet sales do not happen, it is proven that a large majority of consumers will visit your website before visiting your business. In their mind, if they don’t have a website, they feel like it doesn’t exist. Furthermore, your website has to have essential information to create a vote of confidence in your consumers. Today the internet increases the chances of promoting 1000%
3. People buy by emotion and justify by logic. It is very important that all your marketing communication (slogan, flyers, Web, cards, brochures, commercials, etc.) in addition to having the factors that justify the acquisition of your product or service, also have the factor that moves the emotion that causes the purchase. buys. It is important that your messages include factors that involve the senses, such as images, sounds, aromas, and even emotions.
4. Your business and all your competitors are seen as “equal.” Due to the evolution of traditional marketing channels and their easy and cheap acquisition, “everyone is seen as the same, until they taste the difference”. That is to say, before the fact that it appeared on the radio or television, it made it different and better because not everyone could be there. A nice business card or a good brochure used to be factors of trust, now everyone can have them without “deserving” them (this in the mind of the general consumer). Today’s consumer does not give much importance to these factors. It is necessary to have them, but now they do not have the same weight as before.
5. Trust is key. Due to the great abundance of information and the ease with which one can get it, people focus a lot on the trust factor. How they perceive you, how they feel about you or your product, and how much they trust you are paramount. These are important factors that make a consumer buy from you and not from your competition.
6. Relationships generate more sales than products. Given the above points, it is important that your prospects or consumers feel that they have a relationship with your product or service. Eye, they do not have to have a relationship, just feel like there is a relationship. In my consultancy, I have been told, “we decided to work with you because my wife and I feel like we have known you for a long time.” This feeling is very powerful, because it separates you from the competition and makes you different…it goes hand in hand with the confidence factor.
7. Marketing needs to be managed as an investment. To this day, many people still see marketing as an expense. This is incorrect. Marketing by nature should NOT be classified as an expense. It’s an investment. The purpose of it is to generate profitable profits. If we classify it as an expense, then it takes money from sales and by nature, as good businessmen, we begin to want to reduce it (and more in difficult times). On the other hand, if we see it as an investment, we know that we have to do it well, calmly, pay attention to it, that we need specialists, and that our future depends on it.